Asahi is set to enter the low and no-alcohol segment in the UK with the launch of Super Dry 0.0% in January 2023.

The launch of the alcohol-free variety fits with the supplier’s ambition to have alcohol-free products make up 20% of its range by 2030. The UK will be one of its first international launch markets, followed by Australia, New Zealand, the USA, Canada and France from March.

As part of Asahi Super Dry’s partnerships with City Football Group and the 2023 Rugby World Cup, the beer will be available at participating venues.

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Sam Rhodes, marketing director at Asahi UK, said: “The world of beer is changing. With 53% of consumers trialling new no and low alcohol brands this year, we know UK beer lovers are seeking high quality beers that can be enjoyed in and out of the home without compromising refreshment, and taste.

“Asahi Super Dry 0.0% is crafted to match the flavour profile of its original signature super dry taste, offering expanded choice and options for moderation. Based on extensive research and trialling, we’re confident this will become a highly attractive, premium 0.0% beer of choice for all occasions.”

The supplier will support the launch with a global marketing campaign focusing on digital video and outdoor advertising.

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